Herby Angel Plans Aggressive Expansion in the FY 2023

• Aims to expand its network to about 150 distributors from 60 distributors at present

• Targets expansion from 11 states currently to 21 states by March 2024 

• Aims to become the leading omni-channel brand for organic personal care and nutrition products for babies and kids in India

Herby Angel - India’s first certified organic personal care and nutrition brand for babies and kids today announced its plan to aggressively expand its distribution network by the end of FY 2023 - 24. Launched in October 2022, the brand currently has 60 distributors and is targeting to expand its network to about 150 distributors by the end of the financial year. This includes their plans to expand presence in key markets such as Maharashtra, Karnataka, Madhya Pradesh, West Bengal and even North-Eastern states. 

With the vision to have a robust retail infrastructure in place and become a leading omni-channel brand in India, Herby Angel is targeting to establish a retail distribution network across 21 states by March 2024. Apart from focusing on expansion in metros and mini-metros, the brand will aggressively push to make its products available in Tier II and III cities to cater to a wider audience by strengthening its retail distribution network. The brand envisions to promote holistic healthcare for children through its range of Ayurveda-based nutraceutical and cosmeceutical products under skin care, hair care, nutrition and essentials categories.

Talking about the brand, Ms. Sherry Jairath, CXO, Herby Angel said, “Herby Angel was incepted with the vision to address the market gaps in organic personal care and nutrition products for children in India. What makes us truly stand out is our commitment towards transparency. We ensure to deliver the highest quality products and upload all batch test reports on the website for parents to verify that our products are free from harmful chemicals and toxins etc.” 

“In the last eight months our entire range has been loved by parents and we are confident that as we consolidate our retail presence across the country, our customer base will grow multifold in the near future,” She added.

Herby Angel has envisioned to promote holistic healthcare for children right from their formative years through its range of Ayurveda-based nutraceutical and cosmeceutical products that are formulated by India’s leading Ayurveda doctors. With authenticity, safety, transparency, and sustainability deeply entrenched as its core brand values, the brand’s portfolio currently consists of 22 products catering to baby and kids’ personal care and nutrition category. The brand’s products undergo stringent quality checks in NABL accredited labs to ensure that they are free from harmful chemicals, heavy metals, pesticides etc. and completely safe to provide utmost care and nourishment to the children.

Sharing his views on the brand’s distribution strategy, Mr. Ambuj Rai, Head of Sales, Herby Angel said, “We at Herby Angel are looking at expanding our presence across the country aggressively in FY23-24 to cater to a wider target audience. We are currently present in 11 states and have recently expanded our offline presence in key cities like Chennai, Bangalore, Kolkata, Pune, Madurai, Nagpur, Lucknow, Chandigarh and Jaipur."

“We have been receiving highly encouraging responses from our customers across cities. We have been working relentlessly to consolidate our presence to 21 states and aim to expand from 60 distributors currently to about 150 distributors by the end of the financial year. In line with our vision, we plan to partner with large retail chains, explore franchisees and even open our own exclusive brand outlets in selective areas,” he added. 

As India’s first certified organic brand for babies and kids, Herby Angel aims to provide utmost safety, purity, transparency and efficacy to promote wholesome growth and development at every stage. The brand has recently expanded its range of products in Nutrition and Personal care category. In the nutrition, they have launched two new milk mixes - Super Gro Brain Booster with Ragi & Amaranth and Super Gro Growth & Immunity Booster with Moringa. Whereas in personal care they have launched three new products namely Baby Wet Wipes, Bala Ashwagandhadi Aloe Vera Face Gel with Kumkuma and Berry & Beetroot Lip Butter.